Replies to Inquiries

Every inquiry holds the promise of future business and should therefore be answered promptly. In his reply to an inquiry, the supplier gives the desired information, sends the price list, catalogue, etc. that the prospective customer asked for, or submits a detailed offer.

If a delay in answering the inquiry is inevitable, the seller should send a brief acknowledgment to inform the prospect that his inquiry is receiving attention. Sometimes the seller has to ask for additional information before he can answer the inquiry. Should it be necessary to refer the inquiry to an agent or distributor, both the inquirer and the agent or distributor are notified.

If the supplier is unable to quote, he should inform the inquirer immediately, suggesting, if possible, other sources of supply from which the latter is likely to obtain the goods he requires.

Offers

By submitting an offer, the seller declares his willingness to sell certain goods at certain prices and on certain terms. The price at which the seller offers the goods, and the offer containing the price, are called quotations. Quotations are sometimes made in the form of a pro-forma invoice.

Offers may be submitted in answer to an inquiry (solicited offers), or without an inquiry having been made (unsolicited or voluntary offers).

A complete offer should cover the following points:

1. Nature and quality of the goods offered.

2. Quantity.

3. Prices and discounts (if discounts are granted).

4. Delivery period.

5. Terms of delivery.

6. Terms of payment.

If necessary, the offer is supplemented by printed material, illustrations, samples or patterns. An order form may be enclosed for the customer's convenience in ordering. Should the offer fail to produce a response, follow-up letters may be sent.

Sales Letters

Sales letters are usually unsolicited. They do not necessarily ask for orders; their purpose may be to produce inquiries, to prepare the ground for the representative, or to build goodwill.

Sales letters may be personal letters or duplicated letters (circulars) distributed to a large number of private individuals or firms.

Specimen Letters